What role does sales and marketing take in your training implementation and delivery?
If you said, none, you are missing opportunities. In today’s world, people are consumers of everything, including knowledge. They are constantly setting priorities around an understanding of what’s in it for them.
If you don’t consider how to market your training and sell learners on the importance of your information, you are reducing your training impact. Even when training is required, learner’s can be physically present without being “present”. If you want to be your training to be impactful, it is key to have the learner actively invested and engaged.
Ways to market and sell your training:
- Before creating a training program, you have done some analysis, so use that information to target your audience and invite those with the most need for the training. Make sure the right people know about your training event.
- Communicate analysis information so that people are ware of knowledge or performance gaps and what the potentials for change are.
- Create a buzz for new initiatives or programs. Give people enough to make them wonder and if your budget can sustain it, a give-away that will be a reminder of the initiative or event. Continually reminders of something build a psychological affinity for it.
- Use social media and communications to put out short sound bites to build a buzz. Post questions or relevant facts and invite people to interact. Use acronyms or clever slogans to make it memorable.
- Make sure the learner knows what is in it for them. Tap into their motivation by making sure how this information is going to make their lives easier by improving efficiency, better by increasing their bottom line and financial compensation or their status, or more fun. Training is an investment of a person’s time, emotional, and maybe even financial resources. Make sure they know what you offer is worth the cost!
Are you actively marketing and selling your training? If not, it is time to reevaluate your approach.